Land O'Lakes, Inc. Launches Modern Rural Collective to Redefine Rural America's Image
Land O'Lakes, Inc., a farmer- and ag retailer-owned cooperative founded in 1921 and based in Arden Hills, Minnesota, has initiated the 'Modern Rural Collective' in 2024. This initiative aims to challenge and reshape the often-stereotypical portrayal of rural America in media and popular culture. According to research by Getty Images, only 5% of visual images are set in rural areas, and a YouGov survey indicates that two-thirds of rural Americans feel stereotyped by Hollywood. Mickey Nelson, Director of Brand Strategy, Insights and Analytics at Land O'Lakes, noted that rural America is frequently either overly romanticized or oversimplified, failing to reflect the true experiences of its residents. The Modern Rural Collective brings together storytellers, marketers, creators, and brands dedicated to fostering a more nuanced and authentic representation of rural life. Heather Malenshek, Chief Marketing Officer at Land O'Lakes, emphasized that the initiative seeks to move beyond tired clichés and elevate stor...